Will Obama's grass roots stand tall?

Obama for America is working to transform its storied campaign organization into a continuing and powerful lobbying force for the Democratic president’s agenda. If all goes as planned, the new group — Organizing for America — will pressure members of Congress who fail to support President Barack Obama’s agenda in a grass-roots fashion akin to the most influential special-interest groups.

The volunteers’ enthusiasm for the political process and optimism about their ability to make a difference are wonderful to see. But as someone who has worked in the grass-roots-organizing field for two decades and researched the factors that help and hinder volunteer engagement, I know the challenges the organization faces.

Story Continued Below

Organizing for America will have a difficult time keeping volunteers engaged for the long haul, according to results from past surveys we conducted of more than 400 grass-roots rock stars — those who actually go to Capitol Hill or their statehouses to meet with lawmakers. The survey was conducted in 2002 and updated in 2007. The sample included a diverse group of politically engaged volunteer lobbyists — nurses, Realtors, small-­business owners, hospital administrators, those affected by chronic diseases, and others.

The survey asked volunteers what caused them to lose interest and drop out. The overwhelming response: Volunteers disengaged because they were frustrated by the way legislators responded to them. They said legislators talked at them and not to them, sent them form letters and were inflexible about changing their positions. I call it “legislators behaving badly.”

In reality, the volunteers had unrealistic expectations. Their air-brushed, civics-class picture of the legislative process simply doesn’t reflect reality. Groups that deploy grass-roots volunteers have led them to believe their e-mails will change the world.

Another challenge for Organizing for America is that the audience has changed. During the presidential campaign, Obama volunteers were largely focused on influencing their peers. The main focus of Organizing for America will be the U.S. Congress, and that is a very, very different influence game. Will volunteers show the same perseverance when they have to win over a powerful member of Congress who, by the way, is also hearing from constituents on the other side who feel just as sincere about their position?